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A crowd of people of different ages, gender, height and ethnicity covered in dry powder paint. Msnay have their hands in the air and the sky is full of different colours.

Segmenting your audience toolkit

In this toolkit, thrive, NI’s audience development agency, looks at how to segment your audience. It includes why segmentation is important, the types of data you need, what type of segmentation will work best for your organisation and a step-by-step checklist.


Published: 2022 | Resource type: Case studies

Two musicians sit talking in front of a large screen

The importance of a personalised message with cultural relevance. #ADA

Richard Loftus, Head of Sales and Marketing with Town Hall Symphony Hall explains how their use of personalised messages with cultural relevance galvanised their aim to reach diverse audiences.


Published: 2021 | Resource type: Webinars and films

Front facade of Liverpool Everyman Theatre made up of rotating screens of with full-length pictures of different people

Reaching digitally excluded audiences

Millions of people in the UK are digitally excluded for a range of reasons, at a time when there is more focus on digital and digital delivery of services than ever before. In this Digital Heritage Lab webinar recording, Christina Lister takes a closer look at what we mean by digitally excluded audiences, why and in ... Read more


Published: 2021 | Resource type: Webinars and films

Segmentation: introducing Culture Segments

Culture Segments is a powerful psychographic segmentation tool developed by Morris Hargreaves McIntyre. It helps you better understand and engage with your attenders and non-attenders. It fuels the engagement strategies of hundreds of performing arts venues, zoos, galleries, museums and heritage organisations worldwide.


Published: 2021 | Resource type: Guide/tools

Impactful Insights – a data-driven approach to audience development

A straightforward guide from Creative Scene that shares insights about the value of using data to better understand and engage audiences.


Published: 2020 | Resource type: Case studies

The DNA of Brand – Shakespeare’s Globe

Successful brands articulate a clear promise and deliver on that promise through every gesture, each and every time someone comes into contact. A successful brand can never be ‘landed’ from above. Organisation-wide consultation and creative discussion is essential. Morris Hargreaves McIntyre take us through their work on the re-brand of Shakespeare’s Globe.


Published: 2019 | Resource type: Research

Image of Scythians

Marketing the unknown: a case study on the campaign for the BP exhibition Scythians: warriors of ancient Siberia at the British Museum

How do you get people to engage with something that they have never heard about? Ella Lewis-Collins, Senior Marketing Manager: Campaigns, British Museum takes us through the campaign for the BP exhibition Scythians: warriors of ancient Siberia including key takeaways on what to do to attract audiences to unfamiliar work.


Published: 2018 | Resource type: Case studies

Shakespeare’s Globe – the journey towards a CRM strategy

Follow the journey of Shakespeare’s Globe as they put in place a comprehensive CRM strategy. This in-depth article gives you useful pointers to powering up CRM within your organisation (whatever its size) and a framework that you can use for your own projects to make a business case for change.


Published: 2018 | Resource type: article

Open Up Museums

Open Up is a new resource that can help you think about how to make your museum relevant to people who don’t currently visit and take action that will increase your visitor numbers, improve your resilience and better fulfil your organisation’s purpose.


Published: 2018 | Resource type: Research

Wearing New Shoes

Read the next in the series of AMA CultureHive articles. Lisa Baxter, Director of The Experience Business explains the value of customer journey mapping. What would you discover if you played the role of a new visitor to your venue? Originally published on Arts Professional.


Published: 2018 | Resource type: article

Rows of brown seats with one read seat in the middle. A teddy bear holding a red balloon sits on the red seat

How to… develop audience personas

This guide and template created by Thrive will help you identify your ideal audiences.


Published: 2018 | Resource type: Guide/tools

Bare necessities: segmentation made simple

Jenny Scudamore, from Baker Richards, explores ways to maximise engagement and income in her new guide ‘segmentation made simple’.


Published: 2018 | Resource type: Research

Audience Agency Sample Data Management Policy

The Audience Agency’s expert agents have put together a sample Data Management Policy Structure worksheet as a suggested approach to addressing personal data management to provide a framework for working towards and maintaining compliance with data protection regulations.


Published: 2017 | Resource type: Guide/tools

Effective Audience Development Planning

The Audience Agency supports you through Audience Development Planning with this downloadable guide.


Published: 2017 | Resource type: Guide/tools

Ballet Austin Case Study cover

Ballet Austin: expanding audiences for unfamiliar works

This article by Andrew Decker, published by The Wallace Foundation, explores the steps Ballet Austin has taken to expand its audiences for unfamiliar works.


Published: 2017 | Resource type: Case studies

Not for the likes of you Part 2

Not for the Likes of You – Part 2 (training video)

This training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience by changing their overall positioning and message.


Published: November 2012 | Resource type: Guide/tools

Not for the Likes of You Part 1 video still

Not for the Likes of You – Part 1 (training video)

This on demand training video is based on the Action Research project Not for the likes of you, which carried out a study of 32 cultural organisations that have successfully become accessible to a wider audience. Part 1 focuses on what you can do internally to attract a broader audience.


Published: November 2012 | Resource type: Guide/tools

20 Quick Fixes video still

20 Quick Fixes (training video)

Are you responsible for getting your organisation noticed by the outside world but have a million other things to do? This training video will give you 20 top tips to help you make your life more manageable by focusing on the marketing and communication tools that work.


Published: January 2014 | Resource type: Guide/tools

National Visual Arts Audience benchmarking

An overview of the research undertaken into audiences for visual arts through the National Visual Arts (NVA) cluster in Audience Finder, including recommendations for actionable insight.


Published: 2015 | Resource type: Research

A new audience for contemporary music article image

A contemporary music concert for children

In this JAM article Malgorzata Zamorska evaluates the success of the concert Kwartludium in Wonderland in opening a door to contemporary music for children.


Published: 2014 | Resource type: article